Are you sitting a marketing exam in the near future?

It is the time of year when exams arrive. If you are a a first-year university student it is quite likely that university type exams are new to you. It is also quite likely that you won't have ever sat a marketing exam specifically. That being the case, I thought a few comments might be helpful.

1. I have marked thousands of exam papers, and written a few dozen. Here is the number one tip I can give you. TIME MANAGEMENT. Work out how long you have per question and try to stick to it ruthlessly. Time and time again I see an exam script where half or more of the time has gone on the first question attempted, and the other [say] two have been rushed. There is a diminishing rate of return for marks - 10 minutes more on the first question won't score you anywhere near as many points as the first ten minutes on the second. One of the reasons that so many students stay on the first question is that they have done the one they liked the most first - staying on that topic is comfortable psychologically and this comfort zone can be a deadly trap.
2. KNOW YOUR VOCAB. All subjects have specific terms and words and/or acronyms particular to them. A lot of what new students of a subject do is learn the language of that subject. Marketing has a large vocabulary of terms associated with it. You need to know the technical definition and meanings of words such as segmentation, positioning, branding etc. You need to be able to show that your knowledge is greater and more precise than someone not studying marketing. At the back of Marketing: An Introduction is a glossary. Learn a few every day as part of your revision. Be sure to test yourself and make sure you know the difference between similar words/phrases - social marketing Vs societal marketing for example.
3. HAVE EXAMPLES. Investigate a couple of firms. Learn the key aspects of their marketing tactics and strategy. How do they group products? How do they distribute? How do they promote etc? Be able to apply your generic/abstract knowledge to the specific cases you've researched.